The document outlines the business case for 'Vayu', a start-up aiming to develop electric two-wheelers to address the low market share of electric vehicles in India, with a government target of 30% adoption by 2030. The start-up plans to launch two models, Electra and Electra +, targeting different customer segments based on affordability and features, while emphasizing a strong marketing strategy and sustainable practices. The product development plan includes stages from idea generation to commercialization, focusing on eco-friendliness and innovative technology to differentiate from competitors.

1. BUSINESSCASE: VAYU
 TITLE
Prepare Product development plan.
 CASE UNDERSTANDING
As compared to other countries, the market share of electric vehicles is
extremely low in India. According to some estimates, the total number of
registered vehicles in India is 230 Million and the market is growing
continuously. Taking a reformist measure, the Government of India is
aiming to promote electrical vehicle usage in the country.
“The government target for 30% adoption of electric vehicles by 2030 will
be majorly driven by the electrification of two-wheeler, three-wheeler, and
commercial vehicles.
Our team consists of 2 mechanical engineers, 1 electrical engineer, 1
computer science graduate, 2 marketing experts who recently left their
marketing job from reputed automobile companies, and 2 members with post
graduate in management program.
 SOLUTION SUMMARY
“Vayu” is a start-up consisting of eight dynamic, ambitious and
hardworking team members who as a team dream of changing the electric
vehicle landscape of the country. The team is focused into developing two-
wheeler electric scooters with state-of-the-art features at affordable price.
The name of the start-up signifies fast and flexible like air. The model names
depict the smartness through electric system. The tagline of “Ab Smart
Hoga India” denotes the effort made by the team to help India gain the
leadership position in the worldwide revolution towards electrical vehicles
and at the same time the smart features embedded in the scooter.
The long-term focus is to be the largest and most admired electric two-
wheeler maker of India in a sustainable energy efficient way.

2. The start-up aims at launching two models- Electra + and Electra. Both the
models are not constrained to any gender. Electra is a premium model that
targets the young to middle age tech-savvy customer, belonging to Social
Economic Category A1, A2, A who would want to portray this scooter as a
part of their style statement and would enjoy fast rides with their near and
dear ones. On the other hand, the model Electra + is perfect example of
conjunction of efficiency, smartness and affordability. Common people, who
wants an economic ride with latest functionalities. The targeted customer
segment would be college goers, other people belonging to Social Economic
Category B1, B2, B.
The primary objective of the company is to secure VC funding to arrange
enough money for R&D, manufacturing and marketing expenses.
To make any business successful one should go through Product
Development Plan.
Steps involved in Product Development Plan:
1. Idea Generation
2. Screening of Idea
3. Concept Development & Testing
4. Marketing Strategy Development
5. Business Analysis
6. Product Development
7. Test Marketing
8. Commercialization
 SOLUTION
1. Idea Generation
Renewable energy has great scope in India. The automobile industry is
one of them, Automobile sector has taken several giant steps in this
direction around the world recently but Indian market is still at an infant
stage. As compared to other countries, the market share of electric
vehicles is extremely low in India. But the government target for 30%
adoption of electric vehicles by 2030. Keeping this is in mind we are
introducing “Vayu” an electric two wheeler which will fulfill all

3. requirements of the costumers. And also we are ready with our prototype
as two members of our team have already worked upon it previously.
2. Screening of Idea
The two-wheeler market in India is forecasted to expand at a CAGR of
7.33%, and reach a sales volume of 24.89 million units by 2024, from
21.19 million in 2019. The Indian electric scooters and motorcycles
market generated revenue of $80.0 million in 2018, and it is expected
to register CAGR of 36.3% during the forecast period. Government
incentive schemes, growing distributor & dealership network,
increment in online sales, and increase affordability of electric two
wheelers by costumers provide a lead to automobile sector to
manufacture the two-wheeler that would boost-up the demand for
electric two wheelers in India.

4. 3. Concept Development & Testing
Key components of our electric two-wheeler VAYU:
 Frame
 Motor: A 72 V Advanced DC motor is used, smaller in size,
able to self start, more efficient, because it’s weight and
dimensions were good for the frame.
 Batteries: D51 model with capacity of 48 V, 12 Ah
 Controller: It controls the BLDC motor. Also it increase
efficiency, reliability and extend the battery life time.
 Charger: It contains a plug that connect electric vehicle
batteries to an electric source, providing the batteries with
electrical energy.
 DC/DC Converter: It’s safe to run with a DC/DC converter
and an extra 12V battery backup. The Iota DLS-55 is the
best option.
 Contactor: This is a device that we hook up to your existing
key ignition on 12Volts and it will close the loop so we get
the full power to your controller.
 Battery cable and connectors.
 Instruments: Electrical tape, Wire connectors, Wire wrap,
etc.
4. Marketing Strategy Development
For doing marketing we are using different strategies:
1. STP (Segmentation, Targeting, Positioning) Strategy
(i) Segmentation- Under this we are going to divide our customers
in various segments.
 Demographic Segmentation
 Geographic Segmentation
 Behavioral Segmentation
 Psychographic Segmentation

5. (ii)Targeting- Under this we will target our costumer with some
criteria such as unisex, suits for age between 25- 50, Good
purchasing power, Innovative seeker and educated, new level
innovation.
(iii) Positioning – Under this, looking at future trends, we are
going to position our product at the top so that every costumer
will buy our product only from all available options.
2. 4P’s of Marketing
4P’s stand for:
 Product: Our organization is launching different product
with different models that will have different features and
capacities. Apart from design, technology, and quality, the
product also offers safety and convenience to the
customers. Today, it is found that the issue of pollution
related to different vehicles has increased in a given
environment. So to overcome this issue we are introducing
such electric vehicles that can provide with similar
performance, quality, and also assist in controlling
pollution in a given environment
 Price: Keeping in mind certain features of the product
such as technology, design, style, and other such features it
is important to deliver the message of sustainability to the
intended customers through utilization of such vehicles
effectively. So the price would be range between 1lac to
1.15 lacks which is affordable for middle class in today
world. The customers will be able to afford such products
and hence the company can thereby target to a larger
segment.
 Place: The place is the most important part for any
organization as one has to check the raw material
availability, easy transportation, availability of labour at
lower cost, huge market, etc.

6.  Promotion: This term is purely related to term
“Advertisement”. Under this an organization has to do
hard core advertisement to capture more market and to
build a brand image in the mind of costumers. Promotions
will help an organization to introduce new launching offers
in the market. The customers should be informed about
such offers through different forms of advertisement such
as:
 Billboards
 Sponsorships
 Television & Radio
 Newspaper
 Digital Advertising
5. Business Analysis
Advantages:
 Reduce dependency on oil and gasoline.
 Pollutants and noise free.
 Recyclable batteries
 Low maintenance and operation cost.

7. 6. Product Development
Our organization is coming up with two types of models:
1. VAYU ELECTRIC +
This is our premium product with all advance features in it.
This model will include smart screen which will allow our
customers to get connected with the App, GPS navigation via
Bluetooth Connection.
This model also carries a good battery backup to improve the
working of smart screen.
2. VAYU ELECTRIC
This model will be available in middle range says 60000 to
70000. This model does not include smart screen which will
decrease its price from our premium product.
Our product will have many features which will make it unique and
differentiate it from our competitors.
Features of our Product
1. Will provide a maximum speed with 90 KM/hr
2. Have flexible battery
3. Fast charging
4. Anti-theft security via Cloud based App
5. VMS (Vehicle Management System)
6. Good Mileage
7. Extra Space
Our product’s body weight is less as it is made up of Glass fiber with help of
sugarcane bagasse. It will add some features to our product like:
 Low weight
 Great strength
 Corrosion-free
 Electrical insulation
 Easy to work
 Minimal maintenance

8. Our productdesign should look like:
USP:
 Fast Charging
 Ant-theft Security System
 Low Body Weight
 Max Speed
VAYU OTHERS
Max. Speed 90 Km/hr 75 Km/hr
Charging Speed 95% in 1 hour Take 4-5 hours
Security System Anti-theft System Not available
Battery Capacity 52 V, 24 Ah 48 V, 20Ah
Fuel Economy 120 Km per charge 70 Km per charge

9. 7. Test Marketing
Under this step we will do a trail of our product. For better feedback we
will choose our experienced team members so that the testing should be
biased. Also they recently left the marketing job so they know the taste
and preference of costumers better and will judge the product
accordingly.
8. Commercialization
Once we get the positive feedback after the trail and all goes well, we
will finally launch the product for our precious customers.
 CONCLUSION
The designed series electric two-wheeler vehicle in simulation meets
standard vehicle performance with a significant increase in eco-friendly and
an overall reduction in use fossil fuel (petrol). The power train has been
proven to work in a real world environment and is capable of being installed
in a two-wheeler vehicle. As a more versatile hybrid, the vehicle is fully
functional with today’s infrastructure and state of the art charging stations.
The estimated performance, eco-friendly, as well as the construction and
testing of the vehicle demonstrate the viability of the power train design.